Accelerate your digital transformation

Performance

Find out how you can develop strategic partnerships with other cloud service enablers in different parts of the value chain, in order to scale your abilities and more quickly capture the opportunities presented by the trend towards cloud-based IT.

Speed is everything in digital advertising - and especially in programmatic real-time bidding (RTB). Ad exchanges require companies bidding on ad inventory to do so within 60 to 100 milliseconds, and ad buyers must quickly process growing amounts of data from multiple sources to successfully serve ads to the appropriate audience - making performance even more critical to ad bidding. This is where Equinix comes in: We can reduce network latency between advertising companies to single-digit milliseconds.

"This joint offering with Equinix reinforces BrightRoll's position as the most advanced real-time platform for video advertising buyers."

- Tim Avila, Vice President of Product Marketing, BrightRoll.

Reduce latency and increase speed with Equinix Ad-IX™.

Utilising private, high-performance, direct links that divert RTB traffic off public networks, the Equinix Ad-IX ecosystem accelerates the flow of information and reduces variability in transmission times. By interconnecting ad tech companies to each other, the distance between RTB participants shrinks to metres, rather than miles, of cable. All this puts time on your side.

Latency, which can be more than 100 milliseconds over the Internet, shrinks to less than 10 milliseconds using the direct interconnections available through Equinix Ad-IX. This leaves more time for data analysis and audience targeting, so you can place more informed bids and ultimately net more wins.

Protect your digital advertising ecosystem.

For fast-moving ad tech companies, downtime cuts right into the bottom line. Any delay of the RTB system sacrifices potential bids and opportunities for your ads to be seen, which negatively impacts ad revenue. An ad spot is a transient opportunity; you can never regain the opportunity to rebid if your system goes down. The ability to provide a robust and reliable data centre infrastructure and recover quickly from any unplanned outages is critical to keeping revenue flowing.

Related resources

Datasheet

White Paper

Equinix introduced the concept of the Ad-IX ecosystem for video advertising in April in hopes of finding the next launchpad that would help grow low-latency interconnect and colocation services. The company is reporting back six months later that it is, indeed, growing a valuable ecosystem of video...

Success story

BrightRoll expanded its technology infrastructure by locating its video ad exchange in Equinix data centres and interconnecting directly to exchange participants to circumvent the public internet. This significantly reduced latency and improved matched transactions on the exchange, increasing...

Twitter

Share this content

Reach us by Phone

About us

Equinix connects the world's leading businesses to their customers, employees and partners inside the world's most connected data centers in 44 markets across five continents. In Ireland, Equinix operates data centers in Northwest Business Park, Citywest and Kilcarbery Park, Dublin.